{"id":13425,"date":"2017-04-18T09:29:29","date_gmt":"2017-04-18T14:29:29","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=13425"},"modified":"2017-04-18T09:29:29","modified_gmt":"2017-04-18T14:29:29","slug":"what-are-touchpoints","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/what-are-touchpoints\/","title":{"rendered":"What are Touchpoints and Why Does Each One Count?"},"content":{"rendered":"

\"What<\/p>\n

As you look into marketing tips for your new business, you\u2019ll probably see references to 'touchpoints.'\u009d What are they, and what role do they play in a successful small business marketing strategy? <\/span><\/p>\n

Consider this blog\u00a0your personal<\/span>\u00a0Touchpoints\u00a0<\/em><\/span>101<\/em> class. We’ll cover\u00a0the basics of how to identify<\/span>\u00a0touchpoints, create positive ones,\u00a0<\/span>and use them to build your business. \u00a0<\/span><\/p>\n

\"HostGator<\/a><\/p>\n

 <\/p>\n

What are touchpoints, anyway?<\/h2>\n

Generally speaking, a touchpoint<\/strong> is any point of contact between a business and its audience of customers and potential customers. Every time your audience interacts with your brand, there\u2019s an opportunity to strengthen (or undermine) your relationship.<\/span><\/p>\n

For example…<\/strong><\/em><\/span><\/p>\n

Let\u2019s say Snappy\u2019s Crawfish Pies<\/em> buys a booth space at a community fair and co-sponsors the event.\"Snappy <\/span><\/p>\n

Every event flier and social media post that goes out with Snappy\u2019s listed as a co-sponsor is a touchpoint. Local folks see the message and see that Snappy\u2019s is contributing to the event. That\u2019s a positive touchpoint because it shows support for the community-and it lets potential fairgoers know that they can enjoy a hot crawfish pie while they\u2019re at the event. At the fair, the experience of buying a pie from Snappy\u2019s booth is a touchpoint that informs their view of the brand. Social media posts, visits to Snappy\u2019s website, and contacts with customer service are all touchpoints, too.<\/span><\/p>\n

[bctt tweet=”#marketing definition: A touchpoint is any point of contact between a business and its audience.” username=”hostgator”]<\/p>\n

 <\/p>\n

Why are touchpoints so important?<\/h2>\n

Taken together, your company\u2019s touchpoints define your audience\u2019s experience with your brand. The more positive each touchpoint is, the better the overall customer experience. <\/strong><\/span><\/p>\n

Using our hypothetical crawfish pie company, Snappy\u2019s will want to make sure customers get a friendly greeting and fast service when they order in person, clear ordering information and easy checkout when they order online, and satisfying responses to any questions they ask of Snappy\u2019s customer service department.<\/span><\/p>\n

[bctt tweet=”The more positive each touchpoint is, the better the overall customer experience for your customers.” username=”hostgator”]<\/p>\n

 <\/p>\n

Who creates your company\u2019s customer touchpoints?<\/h2>\n

It might seem like touchpoint creation is entirely up to you as the business owner, but that\u2019s not always the case.<\/span><\/p>\n

When a customer reaches out to your business, they\u2019re creating a touchpoint. Maybe they check your website to see your business hours, or they call your customer service line to see about returning a purchase. Consumers set these touchpoints in motion, and your business needs to be ready to make them positive and productive.<\/span><\/p>\n

Third parties can create touchpoints, too.<\/span><\/p>\n

Say one of your customers sees a review of your business in their social media feed that reinforces their view of your business as awesome. That\u2019s a touchpoint.<\/span><\/p>\n

If your business gets media coverage good, bad, or indifferent that\u2019s a touchpoint for the customers and members of your audience who see it.<\/span><\/p>\n

Even bank and credit card statements can serve as touchpoints for your brand, when your customers see your business name in their transaction list. (If they see an unfamiliar charge with a confusing description and have to call their bank to find out it\u2019s your business, that\u2019s a touchpoint you\u2019d rather not have. Choose your descriptor lines carefully!)<\/span><\/p>\n

 <\/p>\n

Where do touchpoints appear?<\/h2>\n

For most small, home-based businesses, touchpoints mainly appear on your company\u2019s website, in email, on social media, and on your product packaging. If your business is brand new and you\u2019re just getting started, these are the areas to focus on first. <\/span><\/p>\n

If your business has a physical location or has booths at local events, in-person interactions with customers are touchpoints too. That includes everything from signage and employee greetings to product display and ease of checkout. <\/span><\/p>\n

As mentioned above, touchpoints can also take the form of media coverage and sponsorship of community events as well as direct mail, print and digital advertising, and post-sale customer surveys. <\/span><\/p>\n

Any time a customer or potential shopper contacts your business, that\u2019s a touchpoint.<\/strong><\/p>\n

 <\/p>\n

When do touchpoints matter most?<\/h2>\n

\"customerMcKinsey recommends thinking about the entire <\/span>customer journey and the touchpoints<\/span><\/a> they\u2019ll encounter along the way. In particular, think about what customers will want to know before they buy from you, how they\u2019ll buy, and what follow-up information they\u2019ll need before they buy again. Based on that recommendation, Snappy\u2019s Crawfish Pies might outline its customer journey and touchpoints like this:<\/span><\/p>\n